nice but... Budget vs. Reach?
in Latinamerica the clients would laugh in your face with that king of ideas "put a lot of extras in a cinema, let 2 spots, sell those 2 tickets and make those two live the time of their lifes... maybe then they could buy your product for the rest of their lifes...

You're right, it doesn't make sense.
But they placed it under ambient advertising, while it was actually used as a TV commercial, I believe both in Belgium as in the Netherlands (there without mentioning the cinema is in Belgium).
So if you look at the reactions and stars here, I think the client was very happy...